Skydive the Beach and Beyond have built a thriving business catering to the thrill seeker. Taking their first plunge back in 1998 they’ve grown from a small beachfront outfit based in Wollongong, NSW to an Australia wide skydiving business with 13 drop zones. Serving a digitally savvy clientele for more than 15 years Skydive the Beach and Beyond discovered their website visits weren’t translating into conversions.
Taking a dive
While their business website was certainly bringing in potential daredevils, it wasn’t translating into paying customers. With an eye to increase conversions Skydive the Beach and Beyond brought on analytics and A/B testing experts, Sparkline, to see what was stopping consumers taking the plunge.
An initial investigation of the Skydive website revealed a four step process before reaching the confirmation page. Building a goal funnel in Google Analytics, Sparkline determined potential jumpers were bailing out when they needed to enter their full address details and at the payment page. An additional stumbling block required customers to enter the name, phone and email details of any friends joining them for the jump.
Address pages go head to head
Having pinpointed what was causing customers to bail out before purchase Sparkline, partnering with the Optimizely platform, ran an A/B experiment on the address details page. After liaising with Skydive they discovered the business didn’t require full address details, or the names of jumping partners. All that information could be collected at the jumpzone.
Armed with this information Sparkline and Optimizely tested three variations on the details page. The first shortened the fields to just name, email and mobile. The second asked for the address details but installed an auto-fill option and the third remained unchanged.
Variation one: Shortened form fields
Variation two: auto-fill
And the winner is…
After running for 98 days the page with the address fields removed proved the most successful. Compared to the other variations less fields increased the conversions to the payment page by 13.4%. The experiment showed extra fields were acting as an obstacle with the goal funnel conversion rate improving by 20.36%. Skydive went ahead and launched the slimmed down details page.
Since implementing the stripped back details page Skydive the Beach and Beyond have enjoyed a nearly 15% increase in the number of successful transactions. In just a month since changing their sign up pages as a result of the A/B experiment their revenue is up 14.29%.
Anthony Boucaut, Director of Skydive the Beach and Beyond: “Whilst we’re extremely happy with the results, I didn’t plan on having to buy another plane to cater for it – but we will be now! We will also be focusing a significant portion of our marketing budget towards continuing AB testing via Optimizely and overall website improvements with Sparkline.”
Authors: Zin Ko Hlaing (Data Analyst) and Vinoaj Vijeyakumaar (Managing Partner & Co-Founder)